Black Angels in Flight
Black Angels in Flight
Black Angels in Flight is a Los Angeles–based clothing brand with a strong identity rooted in movement, independence, and cultural expression. While the product carried a distinct point of view, the existing website didn’t fully reflect the brand’s energy or offer a memorable shopping experience. The goal of the redesign was to elevate the digital storefront into something that felt unmistakably Black Angels in Flight — not just another apparel site.
The brand name itself suggests movement, transition, and departure — ideas closely associated with travel and flight. Rather than referencing aviation aesthetically, we focused on how air travel is structured and experienced. Airline boarding passes became a key reference point. This logic offered a way to introduce a distinctive system without confusing users.
The challenge was not usability or conversion alone, but differentiation. In a landscape where most fashion e-commerce sites rely on similar layouts and visual conventions, Black Angels in Flight needed a shopping experience that felt intentional, symbolic, and aligned with the brand’s name and ethos — without sacrificing clarity or functionality.
The shopping flow mirrors the logic of travel: Browsing as exploration, product pages as checkpoints, checkout as departure. Despite the unconventional layout inspiration, usability remains intact — the structure guides users naturally through the experience rather than distracting from it. The result is a site that feels designed, not templated.
The redesigned website gives Black Angels in Flight a digital presence that feels as intentional as the brand itself. By grounding the experience in a universally understood system, the site stands apart visually while remaining accessible and functional. This project demonstrates how strong conceptual frameworks can elevate commerce without complicating it.
